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We're calling for a new era of beauty:

There's a whole generation of women who feel their life experiences have made them all the more beautiful, yet this definition of beauty is nowhere to be seen. So it's not surpising that only 17% of women think that beauty advertising is aspirational. With this we unveil our new and collaborative campaign: You X Max Factor.

"You X Max Factor was created because this generation of women have become our muses: it's where their powerful life experiences meet our make up artistry expertise."

MAX FACTOR GLOBAL VICE PRESIDENT SHEILA CHAIBAN

Behind the scenes